Corteva
Corteva
Empowering Growth: A Hands-On Journey in the Rice Fields
Empowering Growth: A Hands-On Journey in the Rice Fields
UX designer
UX designer
UX designer
Event conceptor
Event conceptor
Event conceptor
Event experience
Event experience
Event experience
Agriscience
Agriscience
Agriscience
Project type
Project type
Project supervised under Corteva agriculture & agriscience in karawang, Indonesia
Project supervised under Corteva agriculture & agriscience in karawang, Indonesia
Tool
Tool
Sketch up, 3Ds Max, Lumion
Sketch up, 3Ds Max, Lumion
Timeline
Timeline
September, 2016 - October, 2016
September, 2016 - October, 2016
Contribution
Contribution
UX research, 3D design, Ideation, 3D modelling, 3D rendering, Photo compositing, Illustration, Event concept creation
UX research, 3D design, Ideation, 3D modelling, 3D rendering, Photo compositing, Illustration, Event concept creation
My role
My role
3D designer, Event conceptor, graphic designer
3D designer, Event conceptor, graphic designer
OVERVIEW
To address the challenges faced by Karawangās farmers in accessing quality crop nutrition, Corteva introduced its flagship products through an innovative event held directly in the fields. This out-of-the-box approach ensured an engaging and immersive experience, achieving:
To address the challenges faced by Karawangās farmers in accessing quality crop nutrition, Corteva introduced its flagship products through an innovative event held directly in the fields. This out-of-the-box approach ensured an engaging and immersive experience, achieving:
Engagement: 200 participants (exceeding the target of 150).
Engagement: 200 participants (exceeding the target of 150).
Product Interest: 40% increase in inquiries within two weeks.
Product Interest: 40% increase in inquiries within two weeks.
Collaboration: Partnerships with 5 local farming groups.
Collaboration: Partnerships with 5 local farming groups.
Feedback: 90% attendee satisfaction, with strong interest in adopting Cortevaās solutions.
Feedback: 90% attendee satisfaction, with strong interest in adopting Cortevaās solutions.
Context
Context
As a key rice hub in Indonesia, Karawang faces challenges like climate change and soil degradation. Corteva addresses these issues with innovative agricultural solutions to improve yield and quality. Success depends on clear, engaging communication with farmers, ensuring they understand and adopt these product to overcome modern agricultural challenges effectively.
As a key rice hub in Indonesia, Karawang faces challenges like climate change and soil degradation. Corteva addresses these issues with innovative agricultural solutions to improve yield and quality. Success depends on clear, engaging communication with farmers, ensuring they understand and adopt these product to overcome modern agricultural challenges effectively.
Primary goals:
Primary goals:
Showcase Cortevaās Innovations: Highlight the practical use of Corteva's products, showing their effectiveness in boosting rice crop quality.
Showcase Cortevaās Innovations: Highlight the practical use of Corteva's products, showing their effectiveness in boosting rice crop quality.
Promote Food Quality Awareness: Educate attendees on how quality food impacts human life, emphasizing sustainable farming practices.
Promote Food Quality Awareness: Educate attendees on how quality food impacts human life, emphasizing sustainable farming practices.
B. RESEARCH
Defining the project through generative research
Research for this project ensured the event concept aligned with the rice fields' wet and muddy conditions, effectively conveying the message to local farmers. This approach aimed to make a meaningful impact and enhance Corteva's brand presence.
Research for this project ensured the event concept aligned with the rice fields' wet and muddy conditions, effectively conveying the message to local farmers. This approach aimed to make a meaningful impact and enhance Corteva's brand presence.
Steps to assess the field conditions to determine whether the rice paddies can accommodate the event concept:
Steps to assess the field conditions to determine whether the rice paddies can accommodate the event concept:
First, for environmental analysis we need to assess the condition of the rice fields. During this stage, I had extensive discussions with local farmers, the Corteva branch management in Karawang, and the company production team to ensure that the infrastructure would not disrupt the rice fields.
First, for environmental analysis we need to assess the condition of the rice fields. During this stage, I had extensive discussions with local farmers, the Corteva branch management in Karawang, and the company production team to ensure that the infrastructure would not disrupt the rice fields.
Second, event setup must consider infrastructure like paths, seating, and presentation areas suited to the rice field environment, along with contingency plans for weather conditions such as rain, temperature, and humidity.
Second, event setup must consider infrastructure like paths, seating, and presentation areas suited to the rice field environment, along with contingency plans for weather conditions such as rain, temperature, and humidity.
C. DESIGN IDEATION
Design exploration using 3D mock up
Key elements like walking paths, photo areas, presentation spaces, and product knowledge zones must be carefully designed to protect the rice fields below. This ensures both the company and local farmers can safely navigate the area while preserving the integrity of the farmland.
Key elements like walking paths, photo areas, presentation spaces, and product knowledge zones must be carefully designed to protect the rice fields below. This ensures both the company and local farmers can safely navigate the area while preserving the integrity of the farmland.
Full layout 3D design:
Full layout 3D design:
The walking area is covered by a white tent, which not only provides shade from the sun but also offers protection against unpredictable weather, allowing product knowledge sharing to proceed calmly. At the end of the walking area, there's a photo spot shaped like the mini Indonesian archipelago. This leads to the presentation area, where participants will engage in product knowledge sessions, community and company sharing, and the formalization of partnerships with local farmers.
The walking area is covered by a white tent, which not only provides shade from the sun but also offers protection against unpredictable weather, allowing product knowledge sharing to proceed calmly. At the end of the walking area, there's a photo spot shaped like the mini Indonesian archipelago. This leads to the presentation area, where participants will engage in product knowledge sessions, community and company sharing, and the formalization of partnerships with local farmers.
Photo area 3D design:
Photo area 3D design:
In the photo area, a mini stage is set up behind the Corteva logo and mini Indonesia archipelago, with several photo totems featuring images of crops like corn and rice, alongside Corteva's product images. The placement of these totems is carefully chosen to avoid damaging the rice field, using eco-friendly materials like bamboo and positioning them in less productive soil areas.
In the photo area, a mini stage is set up behind the Corteva logo and mini Indonesia archipelago, with several photo totems featuring images of crops like corn and rice, alongside Corteva's product images. The placement of these totems is carefully chosen to avoid damaging the rice field, using eco-friendly materials like bamboo and positioning them in less productive soil areas.
Presentation area 3D design:
Presentation area 3D design:
Along the journey from start to finish, both farmers and company representatives are presented with a series of product totems showcasing Corteva's innovations. These totems feature various plant care products alongside the types of crops they are best suited for, detailed benefits of each product for specific plants, and banners highlighting local farmer communities.
Along the journey from start to finish, both farmers and company representatives are presented with a series of product totems showcasing Corteva's innovations. These totems feature various plant care products alongside the types of crops they are best suited for, detailed benefits of each product for specific plants, and banners highlighting local farmer communities.
The setup is designed to provide an engaging experience where users walk through the tent while observing the rice fields and gaining valuable information about suitable crop treatments. This approach enhances product knowledge and engagement by directly connecting the information to its real-world application, allowing farmers to see and understand how these products can benefit their crops in their natural environment.
The setup is designed to provide an engaging experience where users walk through the tent while observing the rice fields and gaining valuable information about suitable crop treatments. This approach enhances product knowledge and engagement by directly connecting the information to its real-world application, allowing farmers to see and understand how these products can benefit their crops in their natural environment.
D. CONCEPT APPLICATION & RESULT
Concept application through event documentation
The concept is brought to life by documenting the event, showcasing its design, execution, and impact. This highlights the integration of key elements while preserving the rice fields and fostering engagement with local farmers.
The concept is brought to life by documenting the event, showcasing its design, execution, and impact. This highlights the integration of key elements while preserving the rice fields and fostering engagement with local farmers.
Result
Result after the event:
E. CHALLENGES & lessons
Challenges
Lessons learned:
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